Elmwood: Your packaging is talking. But is it saying the right things?

Brand name alone can no longer justify price premiums as quality from private labels have largely caught up with established brands, according to Elmwood's new whitepaper, New Codes of Premium. The crux of the report is that brands must compete on meaning and demonstrate an understanding of what consumers value, rather than relying on legacy equity alone.

"The economies are growing, people are getting more prosperous, and premiumisation is a natural tailwind in this region, but if I had to name the real pressure, it is this: how do you keep up with consumers who are actually ahead of you?" said Kartik Chandrasekhar, chief growth officer, Mars Snacking across Asia, ANZ, and MENA. 

The disposable economy, built on cutting costs, short product cycles and the assumption that consumers would buy again, is running out of road. As resource costs rise, regulation tightens and consumers grow tired of products that break quickly and end up in landfill, the fundamental question they now ask when evaluating a purchase has shifted: 'Will this still be worth something to me in five years?'

According to research by BCG cited in the report, a majority (89%) of top-tier consumers now rate craftsmanship and quality as primary drivers of brand value. A further 64% identify durability as a guiding factor in purchasing decisions across multiple categories.

Celeste Cheong, managing director of Elmwood, explained the shift towards keepsakes and the perceived permanence of a product. She pointed to Documents (闻献), a Chinese fragrance brand, as an example, for its luxurious feel and polished, minimalistic design. 

"The bottles feel very weighted in the hand, echoing the construct of Chinese architecture, the columns of it," she said. "People want real value in their hands." 

Founded in Shanghai in 2021, Documents has rapidly established itself as China's most successful homegrown luxury fragrance brand, commanding prices of up to US$256 (RMB 1,750) per bottle.

Cheong explains that the brand's sculptural design was meant to echo the visual language of Chinese architecture, taking inspiration from columns, the weight of the imperial seal, and even incense burners to bring cultural heritage directly into the home. Because the objects are so carefully constructed, they remain on display long after the fragrance is gone, functioning as permanent decorative pieces rather than disposable packaging, she adds.

In addition, the report also makes a case for consumers now using products as proof of belonging, reaching for local ingredients, regional rituals, and culturally specific references that mark them as insiders. Cultural credibility, the report finds, now drives demand more effectively than product advantage. 

Nine in 10 consumers cite community as a primary driver of brand connection, and more than half say they will keep spending with brands that execute authentic cultural connection even when their discretionary income falls, per McKinsey.

Take Mumbai-based speciality coffee brand Subko. The report highlights how it is designed for "cultural closeness," with packs rendered in Devanagari, Kannada, and other regional scripts. The design shows the exact farm or estate of origin, down to the panchayat level. Rather than adapting a global template, Subko originates from within the culture it serves. 

Cheong argues that geographical understanding is table stakes: "Really unpacking sub-communities, different tribes, ethnicity, and generational perspectives driving change; it is more than just surface-level tactile execution."

APAC brands are building new design codes

47% of consumers are now active value-seekers who require brands to feel worth it across every tier, including price, shelf space and association, per Deloitte. In APAC, Chagee exemplifies this shift. The Chinese tea brand's now-iconic blue-and-white branding draws on the visual heritage of the Silk Road, extending from its packaging to merchandise such as collectable tote bags.

Cheong explains how the tea chain's branding functions as social signalling: "Chagee had a really meaningful story behind it and created a distinctive experience around an unhurried tea moment, a third place." 

She added: "It borrowed from luxury cues: Dior-like patterns, Chinese porcelain references, the boutique experience. One of the reasons this resonates is because there is a rising need to feel a sense of belonging, to go back to your roots and embrace that heritage."

In fact, shopping-related AI use grew 35% in 2025 as consumers built their own tools to cut through advertising noise, per BCG. Clarity, Elmwood argues, is now a luxury in itself, with consumers filtering already transparent brands less.

Indian company The Whole Truth Foods proves its ethical proposition by printing its ingredient list—which is typically just six items—on the front of every pack. The brand's tagline succinctly captures its identity, with accountability woven right through its supply chain to the packaging: 'India's First 100% Clean Label, #nothingtohide.'

Cheong explains: "It is not about coining new words or hyper-visualisation. It is about being genuinely honest about your product, because consumers are becoming increasingly sophisticated and their literacy is rising. Pulling the wool over their eyes no longer works."

For APAC brands, the message from both the report and the panel is consistent: the brands building lasting premium equity right now are making things worth keeping, speaking local culture as a first language, designing for the social encounter, honest messaging, and creating moments that feel like discovery. 

As Elmwood pointedly frames it in its closing question: "Is your brand leading them, or watching them?"

Key takeaways for marketers and designers:

Source: Campaign Asia-Pacific